Abstract:
This research study examines the impact of rebranding onkconsumer loyalty with the
mediating role of brand image in the relationship between rebranding and consumer
loyalty with specific focus on "Glow & Lovely" products in Galle district.
Based on literature review, this research establishes a conceptual framework for
investigating the relationship between rebranding, brand image and consumer loyalty.
Primary data was collected through a well-structured questionnaire from 397
consumers by using Random stratified sampling method. This study has used
univariate (descriptive), bivariate (correlation) and multivariate (regression) analysis
to achieve the objectives.
The findings of the study revealed that there was a significant positive impact of
rebranding on consumer loyalty. The findings also revealed that brand image partial
mediates the relationship between rebranding and consumer loyalty in "Glow &
Lovely" products in Galle district. Hence, maintaining a high level of rebranding,
brand image and consumer loyalty of "Glow & Lovely" among the surveyed
consumers is very important for the companies. The findings offer valuable insights
and recommendations for practitioners in the beauty industry and serve as a basis for
future research in this field.
Overall, this research contributes to the existing body of knowledge by examining the
impact of rebranding on consumer loyalty, with a particular emphasis on the
mediating role of brand image.
